Proposed Integrated Marketing Communications Strategy to Increase Brand Awareness and Sales of Women Apparel: Hijab Sabine

The objective of this research is to formulate a novel marketing approach for brand named Hijab Sabine. During the Covid-19 pandemic, creative sub-industry, specifically fashion experienced significant adverse effects. Sabine among those striving recover and improve in aftermath effects pandemic. Over time, numerous new apparel businesses have emerged with product lines similar that Although remains unchanged, arrivals shown greater progress. primary factor responsible phenomenon an inadequately developed channel has failed adjust altered circumstances brought about by COVID-19 pandemic.This study examines issue at hand conducting comprehensive analysis brand’s sales results through use external internal analyses. includes PESTEL, Porter’s Five Forces, customer analysis, competitor while involves examination current STP, 4P mix, VRIO, BMC. data was obtained from in-depth interviews observations. To summarize, present provides insights into business strategy proposes recommendations enhancing its efforts achieving success fiercely competitive market.